Domino’s Pizza, Havas and Samsung Ads have unveiled the results of the first European marketing drive to use Samsung Ads’ GameBreaks ad unit.

GameBreak replaces a traditional ad with a trivia quiz or a game.

Domino’s campaign gave audiences a pizza-related trivia question, along with four answers. They could then select their answer using the TV’s remote control. The quiz was then followed up by a 10-second segment promoting the pizza brand’s Gunpower Chicken pizza.

According to Samsung Ads, the advert had an engagement rate of 3.84% and a 31% increase in brand consideration.

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Harry Packshaw, head of AV at Domino’s media agency, Havas, said: “Domino’s has always been something of a crowd-pleaser and this impacts consideration which, in turn, impacts purchase intent,” he said. “There’s a lot of data to show how gamification moves the dial on brand metrics so it was no surprise to us to see that the campaign was so warmly received and performed so well.”

An independent study of Gamebreaks ads by MediaScience in the United States found, the campaigns delivered an 53% lift in unaided brand recall, outperforming standard video ads by 1.5x.

The new ad model launched earlier this year in the US and Canada before rolling out to the UK over the summer.

Lauren Barnett, head of UK sales at Samsung Ads added: “Interactivity is at the heart of CTV, so there’s no reason why the ads should not also embrace the idea,” she said. “We’re delighted, though not surprised, at the success Domino’s have seen with their GameBreaks campaign and we look forward to working with them on more in the future.”